With Super Bowl spots now up to a reported $8-10m, the market has grown a little less welcoming to Hollywood, an industry still not quite up to pre-pandemic numbers (the global box office for 2025 was down almost $10bn on 2019).
So while last night saw us assaulted with ads for beer and, depressingly, AI, there was a continued decrease in the number of major film ads, a harder spend to justify in this weakened climate. But the biggest of guns still came out, from Spielberg to Ghostface to the Minions …
